4. OutcomeTraditional Vietnam restaurant is popular in recent years, especiallyforeign customer. Most of all standard restaurants are concentrated in bigcities, where the concentration of tourists. Besides attract customer,traditional restaurant managers should emphasize on the following subelements as service quality, skills of service provider, cleanliness, securitybecause according to the opinions of previous researcher, these sub elementscontributes to more than 80% importance in satisfying customer demand.Service quality (including three factors: atmosphere, quality of food, andquality of service) contribute create image brand of traditional restaurant. Inaddition, perceive value and loyalty of customer also influence by servicequality.Therefore, service quality have most important role in strategy andbrand image construction of traditional restaurants.